EA strikes deal with Microsoft's Massive for in-game advertising

Redwood City (CA) - Advertising in video games, with a few exceptions, is rather subtle today and often perceived as a tool to increase the realism of the game experience. Get ready for even more reality down the road : Electronic Arts (EA) will use Massive’s network to grow its advertising revenues in its games.

See screenshots from Need for Speed Carbon ...

The first title to include in-game advertising delivered via Massive will be the upcoming Need for Speed Carbon. The latest release will not only include the static advertising included in previous Need for Speed games, but also a "dynamic brand presence" that will be "integrated into the game environments, across the platforms and across the geographies where they play," EA said.

Dynamic in-game advertising can be compared to advertising on websites, which can be replaced quickly and kept up to date. According to EA, the advertising in Need for Speed Carbon, for example, will change in real-time to keep messages "fresh and relevant for gamers." The deal will expand beyond Carbon and cover a series of games for PC and the Xbox 360, the firm said.

"The agreement with Massive is a first step in a detailed strategy for serving advertising in a seamless format that doesn’t disrupt game play," said Chip Lange, EA’s vice president of online commerce in a prepared statement. "In places like a basketball court, football stadium or roadside in a racing game, advertising is not only nice to have, but it’s an essential component to create the fiction of being there. This agreement with Massive allows us to vary what relevant ads are served to the game player."

Related article :
EA announces new Need for Speed Carbon racing game
Microsoft gets Massive, moves into video game advertising